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題名：零售商關係能力之最適搭配架構探索
作者：張書豪
作者(外文)：Shu-Hao Chang
校院名稱：國立東華大學
系所名稱：企業管理學系
指導教授：池文海
學位類別：博士
出版日期：2006
主題關鍵詞：關係傾向；商店品質；關係機制；Store Quality；Relationship Proneness；Relationship Institution
原始連結：連回原系統網址new window
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先前的研究在探討商店與顧客關係皆從商店層次或顧客者層次出發，本研究以顧客與商店之間的配對抽樣，建立多層次的統計模式，使每個層次有代表該層次效果的次模型，從事跨層次分析。目的在檢測商店從事關係行銷機制與商店品質後，顧客關係傾向之人格特質在商店關係管理上所扮演的角色。
研究首先經由SEM確認知覺關係投資、商店印象、顧客關係傾向、商店關係能力存在連結關係，其次接著探索商店與顧客間彼此的配適關係，並從事跨層次之分析。結果顯示知覺關係投資與商店印象皆會影響商店關係能力，且經由配對樣抽樣後，顧客關係傾向、知覺關係投資、商店印象，皆會影響商店關係能力，其中顧客關係傾向能解釋商店內變異，商店之關係投資與商店印象能解釋商店間變異。本文在探討商店-顧客二元關係時，藉由跨層次分析以降低標準低估與忽略迴歸異質性等偏誤。
在探討商店-顧客二元關係時，由多層次角度出發是相當重要，關係的建立在於顧客能夠知覺商店之關係努力與商店品質。因此，本文採取多層次(商店層次與顧客層次)檢視不同層次之效果，商店必須藉由社會性接觸與良好的商店印象以增加顧客光顧意願與關係滿意度，此外，研究顯示零售商在關係行銷策略上也應同時考量個別顧客特性。
Previous work on the relationship of the store and the customer has focused on either store- or customer-level analysis. This study used a matched sampling method to build a multilevel statistical model. Sub-modeling representing each level’s effect is adopted to conduct cross-level analysis. The purpose of this study is to test the role of the personality traits of customer relationship proneness in the store’s relationship management after the store’s relationship marketing institution and the sore’s quality.
First, this study has confirmed that the relationship among perceived relationship investment, store image, customer relationship proneness and the store’s relational capability through Structure Equation Modeling (SEM). Second, this study explores the fit relationship between the store and the customer and cross-level analysis. The result indicates both perceived relationship investment and store image significantly affect the store’s relational capabilities. In addition, customer relationship proneness, perceived relationship investment, and store image significantly affect the store’s relational capabilities through a matched sampling method: customer relationship proneness explained within-store variance, and perceived relationship investment and store image explained between-store variance. This study explored the binary relationship in stores and customers by cross-level approach to reduce underestimated standard errors and avoid heterogeneity of regression.
Multi-level perspective of exploring the binary relationship in stores and consumers are important. The relationship of consumers and stores is based on customers’ perception of the store’s relationship efforts and store quality. Therefore, this study adopts multi-level perspective (customers’ level & stores’ level) to validate the effects of different levels. The result indicates the store should apply social contact and fine store image to increase customers’ patronage intention and relationship satisfaction. Besides, it appears that the retailers should considerate the characteristics of individual customers in their relationship marketing strategies.
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